Branding vs Business - ARISE ROBY

BRAND
VS
BUSINESS
By
ARISE ROBY
robertmariavincent@gmail.com
1ARISE TRAINING & RESEARCH CENTER

What is a brand?
ARISE TRAINING & RESEARCH
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What a brand is NOT.
ARISE TRAINING & RESEARCH CENTER

A brand is not a logo.
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A brand is not a product.

A brand is not a slogan.

A brand is not an ad.

A brand is not a company.
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A brand is a promise.
• A brand promises something to consumers.
• A brand sets consumer expectations.
• A brand meets those expectations in every
consumer interaction and experience.

Brands that don’t keep their
promises fail.

What is a brand?

The Elements of Branding
Tangible
Logo
Color palette
Typeface
Intangible
Image
Messages
Promise
Brand PerceptionARISE TRAINING & RESEARCH
CENTER

Tangible Brand Elements
• Elements of a brand that consumers can
see and touch such as
logo, typefaces, and colors.
AT&T uses Pantone
Process Blue as the
primary color and the
AT&T Clearview font for its
corporate identity, logo
and marketing materials.

Intangible Brand Elements
• Elements of a brand that consumers
indirectly attribute to that brand and
anything that bears that brand name or
association such as messages, image and
promise.
Harley Davidson communicates messages related to
freedom and has an image of camaraderie.
When combined with the tangible elements of the
Harley Davidson brand, the brand promise is clear
and consistent.

3 Steps to Brand Building
• Consistency –
messages, image, and so
on must be consistent or
consumers become
confused and turn away
from the brand.
• Persistence – brands are
not built overnight.
• Restraint – don’t be
tempted to go too far.ARISE TRAINING & RESEARCH CENTER

Brands are built by consumers,
NOT companies.
• Companies put out the messages and
nudge consumers in the desired direction,
but consumers create brands through
experiences and emotions.
It is essential that
building your brand is a
top priority for your business!

Brands are built from
Consumer Perceptions
• Communicating consistent messages
• Setting consumer expectations
• Delivering on those consumer
expectations every time
Branding affects every part
of your marketing strategy.

Strong brands develop over time.
• The strongest brands OWN a word or
phrase in consumers’ minds.
• That is the brand’s position relative to
other products on the market.

What word does your brand own?
Owns Inexpensive
Reliability
Luxury
Performance
Owns
Owns
Owns

If brands were people, who would
you rather hang out with?
There is a reason the Mac Guy vs. PC Guy
commercials are so successful.
BRAND POSITIONING

Great Brand Examples

Take the
Brand Perception Snap Shot
• What 5 words do you use to describe your
brand today?
• What 5 words do your customers use to
describe your brand today?
• What 5 words do you want consumers to
use to describe your brand in the future
(i.e., your ultimate brand goal)?
Find the gaps and fill them!

How to Build a Brand

A.R.M.S.
4 Steps to Brand Building Success
• Awareness
• Recognition
• Memory
• Spreading the word

Slow Down!
1. Strategy first
2. Tactics second
What’s Twilight?
Oh yeah, I’ve heard
of Twilight before.
It’s that vampire
book.
I have to
read
Twilight. I keep hearing
about Twilight. It
must be good.
Have you read
Twilight yet?
Everyone is
talking about it.
You have to buy
Twilight! I’m
telling everyone.
It’s so good!
Unaware
Awareness
Recognition
Memory
Spreading the Word
Spreading the Word
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Know Your Competition
• It’s not enough to know what you’re doing.
• Research your competitors and know
them as well as you know yourself.
Exploit their weaknesses
Differentiate your business from theirs

Develop Internal Brand Advocates
• Your employees are your most powerful
brand advocates.
• Educate them about your brand.
• Give them a reason to want to advocate
your brand.
If your employees believe in your brand promise,
they’ll want to advocate your brand.

The Role of the Brand Champion
and Brand Guardian
What do you think of when you hear the names:
• Hugh Hefner
• Martha Stewart
• Steve Jobs

The best brands have powerful
brand champions and brand guardians
behind them.

The 21st Century Brings Us …
The Chief Brand Officer

Building Brands Externally
Remember,
consumers build brands,
NOT companies.
You must set and meet customer expectations,
or people will be confused and your brand will be meaningless.

Building Brand Loyalty
When consumers’ expectations and
feelings about a brand are
continually met or exceeded, they
become loyal to it, knowing it will
continue to meet those feelings and
expectations in the future.
The develop confidence, trust, and
security in the brand and choose it
over other brands.

Brand loyalty can evolve into a Cult
Brand.
Cult brands are loved by specific groups of die-hard brand loyalists.

Cult Brands can grow
into Relationship Brands
• Relationship brands are built
on experiences.
• They often fill a void.
• Consumers self-select how
they want to interact with the
brand by choosing from
brand experiences.
• Often those experiences are
shared among groups.

Relationship brands are powerful.
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People look for new ways to experience
and share relationship brands.

People talk about
the brands they love.
• Word-of-mouth marketing
is powerful.
• Loyal brand advocates
are every brand
manager’s dream.
• Remember that Breck
Shampoo commercial,
“And she told two friends,
and she told two friends,
and so on, and so on,
and …”

Tools to Build a Brand
• Remember the 3 steps to brand building:
1. Consistency
2. Persistence
3. Restraint

Brand Promotions
• Sales, discounts, coupons, etc. are effective in
boosting short term buzz about your brand and
traffic to your business.
1. Consistency: ensure your promotions promote your
brand promise rather than confusing it or
undermining it.
2. Persistence: test promotional tactics to see which
efforts drive the best results rather than giving up
after one failed attempt.
3. Restraint: don’t let your competitors drive you to
pursue promotions that run counter to your brand.

Marketing and Advertising
Materials
• Brochures, point-of-sale
collateral, signage, ads, direct mail, etc.
– Consistency: Make sure your copy and design
match your brand promise.
– Persistence: Research and know your
customers and target audience before you
invest.
– Restraint: Timing and placement can make or
break the effectiveness of advertising. Invest
wisely.

Sponsorships
• Local
events, organizations, teams, schools, publicati
ons, and so on.
1. Consistency: Choose organizations to sponsor that
match your brand promise.
2. Persistence: Don’t invest in sponsorship and leave it
at that. Extend your participation with
advertising, promotions, event marketing, and more.
3. Restraint: Understand the audience related to the
sponsorship to ensure it matches your target
audience. Disjointed sponsorships won’t help and
could hurt your brand.ARISE TRAINING & RESEARCH CENTER

Events, Trade Shows, Conferences
• Online and offline (virtual trade shows and
webinars are growing faster than
traditional training, professional events
and trade shows)
• When the economy struggles, events,
trade shows and conferences deliver
highly targeted and motivated audiences.

Brand Identity Materials
• Logo, stationery, invoices, signage, etc.
• Make sure your brand promise translates
into the tangible elements of your brand
identity to ensure consistent and persistent
communication of your brand to all
audiences.

Publicity
• Press releases, local news, radio and
television interviews and appearances,
speaking engagements, charitable events,
and more.
• Make your business newsworthy by
establishing yourself as an expert in your
field and making yourself available for
speaking and appearances.
• Get involved in your community.

Social media marketing offers the
single largest opportunity for
entrepreneurs, small businesses
mid-size companies, and
large corporations to
build their brands
and build their businesses.

Social Media Marketing
• Social media is a term used to define the
online communications tools of Web 2.0
that are rooted in conversations,
engagement, and active participation.
• Social media marketing is any form of
direct or indirect marketing used to build
awareness, recognition, recall and action
of a brand, business, product, person, or
other entity.

The Proof
With a multi-million dollar
budget to spend as she
pleased, Cindy Gordon of
Universal Orlando Resort
instead told just 7 people
about the Wizarding
World of Harry Potter.
And within just 24 hours
350 million people around
the world heard the news.
All by telling just 7 people.
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Gary Vaynerchuk of WineLibrary.tv
Gary Vaynerchuk grew his father’s local
wine store in Springfield, New Jersey to a
$50 million per year business with HALF of
those sales coming from the Web.
How did he do it?
Through the power of the social Web.
Gary’s passionate and informative video
blog posts on WineLibrary.tv quickly drew
audiences from around the world as word
spread about his contagious content.
Today, Gary is a sought after social media
speaker, makes frequent appearances on
television, and recently signed a multi-
million dollar book deal where he will share
his knowledge and experience of using
social media tools to grow a small business.
And it all started with a blog. ARISE TRAINING & RESEARCH CENTER

Keys to Social Media Success
• Brand consistency in message and image.
• Set and meet customer expectations
based on the brand promise.
• Let the audience take control.

The Marriage of Building Brands
and Business through Social Media
• Consumers have more options than ever thanks
to the ease of finding information online.
• The social web has created an online
conversation that most companies still don’t
know how to leverage.
• Social media presents a unique opportunity for
companies to engage with current and potential
employees, position the brand as a brand of
choice, and develop an ongoing dialogue that
ultimately creates loyal brand advocates and
guardians. ARISE TRAINING & RESEARCH CENTER

What are the popular
tools of social media?
• Blogs (Blogger, Wordpress, TypePad, MoveableType, etc.)
• Microblogging (Twitter, Jaiku, Plurk, etc.)
• Social networks (Facebook, LinkedIn, MySpace, Ning, etc.)
• Social bookmarking (Digg, StumbleUpon, Delicious, etc.)
• Podcasting (iTunes, BlogTalkRadio, etc.)
• Photo sharing (Flickr, Picasa, etc.)
• Video sharing (YouTube, Google Video, Viddler, etc.)
• Online chats and telephone (Skype, Google Voice, etc.)
• And many, many more

But where to begin?
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Multiple departments can get a
piece of the social media pie.
Marketing
Create Content
• Blogs
• Twitter
• YouTube
• Digg
• StumbleUpon
• Facebook
• MySpace
• You name it!
Customer Service
Direct Dialogue
• Blogs
• Twitter
• YouTube
Public Relations
Commenting
• Blogs
• Twitter
• YouTube
• Digg
• StumbleUpon
• Delicious
• Other social bookmarking sites
• Review sites like Yelp and Epinions
Executive
Thought Leadership
• Blogs
• Twitter
Human Resources
Networking
• Facebook
• LinkedIn
• MySpace
• Bebo
• Niche networking sites
• Blogs
• Twitter
• YouTube
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Step 1: Find Your Best Audience
• The social web gets more crowded
everyday.
• Your efforts are for naught if you’re not
spending time in the right places.
• Take time to find the people you want to
communicate with, and then join the
conversation.

Example: Playboy
• Playboy U Social Network
• Twitter
• Facebook
• MySpace
• YouTube
• MetaCafe
• FriendFeed
• Blogs
• Mobile content
• And more
Surround people with branded experiences.ARISE TRAINING & RESEARCH
CENTER

Southwest Airlines
• Blog and Twitter
profile include
non-official and
entertaining
conversations by
real employees in
their own voices.
Notice a REAL person is
tweeting with you!
Southwest Airlines can
be found all over the
social web.
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Step 2: Content is Key
• What you say is the most important key to
success on the social web.
• Be human, be honest, be transparent, be
you! Personality is important to engaging
with others in social media.
• Leave jargon and corporate rhetoric out!

Example: Walmart
• Written by employees
• Given flexibility
• Personal voice
• Readers feel like
they’re “in the know”
• Employees feel like
they matter

Jet Blue
• Another
example of
making a
corporate brand
more human by
putting a name
to the Twitter
profile.
The Jet Blue Twitter profile always
shows who is “on duty” and tweeting!
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Step 3:
Research, Research, Research!
• Check out what your competitors are
doing.
• Find companies that are doing great things
and copy them (no sense in reinventing
the wheel).
• Find out what your target audience is
looking for, what engages them, what
keeps them coming back for more, and
then give them more of it!

Comcast
• Twitter profile, @ComcastCares, is a popular customer service site. The
fact that a specific person is connected to the profile increases the
“human” factor and gives the profile a personality.
Look at all of
this useful
info! And to
make
Comcast more
human, you
can even
check out
Frank’s family
website and
blog! ARISE TRAINING & RESEARCH
CENTER

Step 4: Give More than You
Receive
• Don’t just publicize company news. Give
more by creating interesting, useful and
valuable content that can’t be found on a
traditional Web site.
• Answer questions, ask questions, be
engaging and real.
• For every hour you spend “publicizing”
through social media, spend at least 3 hours
engaging with people in your network.

Example: Whole Foods
• Most of the Whole Foods Twitter stream is @replies.
• Targeted content adds value: Additional Twitter profiles for specific topics
(e.g., @WFMCheese, @WFMWineGuys, @WholeRecipes), for specific
metro areas, and dozens for specific store locations.
• The Whole Foods blog provides recipes, industry news, green tips, and more.
• Additional company blogs by the CEO, about special ingredients and food
podcasts.
• On Facebook
• Flickr photo profile
• ALL adding value and giving the Whole Foods brand a personality and direct
dialogue with consumers.

H&R Block
• Twitter profile and
blogs which answer
questions, particularly
during tax season.

Step 5: Don’t Put All Your Eggs in
One Basket
• Diversify your social media presence to
connect with a broader audience and build
your network.
• Just be sure to remain active in all your
social media ventures.

Example: Dell
• Dell operates several Twitter profiles targeted at specific
audiences (e.g., @DellOutlet, which generated $2 million
in direct revenue in the past year).
• Dell runs a number of blogs targeted at specific
audiences (e.g., Direct2Dell is a highly popular blog for
Dell consumers).
• The Dell Community is the Dell customer social network.
• Dell is on Facebook and LinkedIn (a group for Dell
partners).
• There is even a Dell forum.

Google
• Google has 102 company and product blogs to
choose from (and growing)!
• Dozens of Google employees write blogs, too!
• Google owns Blogger, YouTube, Feedburner,
Orkut, Jaiku, Google Docs (for document
sharing), Gmail, Picasa, Knol, Google Voice,
and more! Google should have a strong social
media presence.

Social Media for Brand Building –
A Two Way Street
• Brands and businesses get more exposure than
ever thanks to the social web.
• By building a network through blogging,
microblogging, social networking, and so on,
your brand messages can be seen by a huge
audience faster than ever before.
• Social media also gives you the opportunity to
learn more about prospective customers and
competitors than ever before by reading their
online profiles, blogs, Twitter streams, and so
on. It’s an incredible market research tool!

How ALL Small Businesses Can
Benefit from Social Media
• How do you and most of the people you know
find information about business, products, and
services?
• A key benefit to building your brand online
through social media is the enormous SEO
boost your business website can get.

5 Ways to Build Your Online
Presence, Your Brand and Your
Business1. Each new blog post is a new entry point to your website. If
you published 1 blog post each day for a year, that’s 356
MORE entry points to your blog than your traditional website
provides.
2. Google includes blog posts and Twitter updates in its search
algorithm.
3. Your great social media content could get linked to by other
social Web users through blogs, Twitter, and so on, which
means even MORE entry points to your blog.
4. The more time you spend creating great content and building
relationships with other people on the social Web, the more
people will get to know you, trust your content, and link to it or
share it.
5. All of that content creation, linking, and sharing means more
entry points to your blog and website, which also boosts your
site’s search engine rankings. And more traffic = more
opportunities to build your brand and your business!

For Brand Building
Think Out of the Box
• Start a blog written by employees for customers. Leave
comments on other blogs where your target customers spend
time.
• Get on Twitter and be active!
• Answer questions on LinkedIn.
• Start a blog written by the CEO (no corporate rhetoric,
please!) like Zappos.
• Create groups and fan pages on Facebook, LinkedIn, etc.
• Create a Facebook app.
• Try vlogging (upload your videos to TubeMogul.com for
instant distribution to multiple online video sites and for
tracking)
• Start a weekly podcast (you can set up an online radio show
through BlogTalkRadio.com in minutes).
• Find online forums and social networks where your target
customers spend time and join the conversation.

Most important!
• Test various social media marketing tactics but
remember, success comes from persistence and
actively participating over time.
• Ultimately, pursue the social media marketing
tools that you actually enjoy and can stick with
rather than spreading yourself too thin across
multiple tools. Quality content and interaction is
more important than quantity.
• Recruit employees to participate to share the
time investment. Just be sure to train them on
your brand promise and messaging first!

Build Your Band of Brand
Advocates across the Web
• Network with your target audience and professionals
with connections to your target audience across the
Web for maximum exposure.
• Build relationships which lead to loyalty.
• Loyal followers will talk about you and your brand.
They’ll advocate your brand, guard it, and promote it
for you.
Bottom-line to social media success – active
participation, relationship building, creating
amazing content and engaging other people who
then become your band of brand advocates.

Think of it this way …
• If your social media participation is
100% self-promotional, then you’ll fail.
Imagine you’re in a conversation with a person
and all he does is talk about himself. Imagine that he
never gives you a chance to speak throughout the conversation.
Is this someone you’d want to continue speaking with now or in the future?
Chances are you’d want to run away as far and fast as you can.
The same holds true for social media participation.

Whatever you do
• Take control of your brand
• Make it their own,
• Self-select social media experiences to
engage in with the brand, and
• Become loyal brand advocates and brand
guardians).
Don’t be afraid to let consumers (and employees):

That’s where the power of your
brand comes from.
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Tips for Brand Building Success
through Social Media
• Make it easy and non-threatening for your
audience to participate.
• Create a 360-degree loop of information sharing.
• Be accessible.
• One sentence of corporate rhetoric will ruin
everything!
• Don’t try to “do social media on the side. It takes
time and persistence. Commit or don’t bother.

Protect Your Brand
• Trademark your brand name, logo, packaging, etc.
– Contact your attorney or visit USPTO.gov for more information.
• Invest in a great logo, brand design, Web site design, blog
design, marketing materials and ad design, etc.
– Hire a talented freelancer through a site like
iFreelance.com, Guru.com, Elance.com, or GetaFreelancer.com.
• Remember Search Engine Reputation Management.
– Get your brand name in your domain name, Twitter ID, Facebook
profile, and so on before someone else uses it!
– Monitor your brand mention online using tools like Google Alerts
and Twitter Alerts.
– Flood the Web with your amazing content to ensure your intended
brand messages appear highest in Google search results and
bury negativity.
– Invest in legitimate SEO help through sites like SEOMoz.org or an
SEO consultant.
Twitter Alerts via TweetBeep: www.tweetbeep.comGoogle Alerts: www.google.com/alerts
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10 Next Steps to Build Your Brand
and Your Business
1. Identify your goal for your brand and its ultimate position in the
minds of consumers and against the competition.
2. Determine the word or phrase your brand should own in the minds
of consumers. That is the heart of your brand promise.
3. Create messages, experiences, and images that consistently
communicate that brand promise.
4. Find your best audience (or audiences).
5. Communicate your brand promise through integrated marketing
tactics.
6. Join the online conversation across the social Web and build your
band of followers and brand advocates.
7. Allow them to take control of their brand experiences.
8. Be real, be honest, be accessible, be engaging, and be true to your
brand promise.
9. Test, analyze results, and try again.
10. Be consistent and persistent while exercising restraint.
CENTER

That’s how you a brand is created
and
that’s how you use the social web
to
build your brand
and build your business!

Branding vs Business - ARISE ROBY

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